A very interesting approach for a betting agency from Rosapark. ParionsSport, the sports betting wing of France’s FDJ (Française des Jeux) Group, is telling its audience that betting is a joy to be shared like sports fandom and playing sport. The campaign is led by a fifty-second commercial – a montage of shared winning moments to the song, You’ll never walk alone, by Gerry & the Pacemakers. The song is well known to football fans. It’s the anthem of popular clubs across Europe such as Liverpool, Borussia Dortmund, or Glasgow Celtic. 

The campaign is the culmination of a two year process by ParionsSport to modernise and assert its position as the leading sports betting brand in France for bettors of all ages, from all walks of life. This was a major challenge, which began with the overhaul of the brand’s website and app, and continued with special innovations and the enhancement of online and point-of-sale offers.  

The campaign film is also running in shorter formats and outdoor, supported through several sports events, the first being a 2M euro Super Football Lotto Jackpot March. 

Richard Courtois, FDJ’s Paris Sportifs BU director, commented, “Thanks to our point-of-sale and online betting activities, ParionsSport now has the largest betting community in France, anchored throughout the country. This campaign reminds us that despite the current context, the bet is stronger when we live it together. Through this film, we wanted to transcribe the sensations and emotions experienced by bettors in their moments of sharing.” 

Sacha Lacroix, Rosapark managing director, stated, “It’s an inclusive vision of betting that we want to uphold –  strong and powerful – to convince experienced bettors while not excluding beginners. It couldn’t be more relevant in today’s society.” 

For Jean François Sacco, co-founder of Rosapark, added, “You’ll never walk alone. By selecting this song, we wanted to create a real connection with bettors. Those who recognise it will feel a certain sense of pride, while others will see it for the universal message that it is, a true hymn to gathering together, to society – and in an era where the need for unity has never been greater.”

Credits 

Client: ParionsSport  
Paris Sportifs Business Unit Director, FDJ Group: Richard Courtois 
Brand Manager ParionsSport: Karl Lorenzon 
Advertising & Media Manager ParionsSport: Alan Le Bras 

Agency: Rosapark 
Co-Founders: Jean-Patrick Chiquiar, Jean-François Sacco & Gilles Fichteberg 
Copywriter: Dimitri Lucas 
Art Directors:  Anthony Lietart & Matthieu Vivinis
Managing Director: Sacha Lacroix 
Account Director: Camille Courant  

Account Manager: Léna Maignan  
Strategic Planner: Pauline Luzerne 
Head of TV Production: Elodie Jonquille 
Print Producer: Justine Dudognon 

Production company: Solab 
Director: Lou Escobar   
Post Production: Firm 
Sound: Schmooze